While Bose’s campaigns were creative in execution, the retail experience lacked the originality and creative edge found in its ads.

We knew that to increase footfall and really showcase the creativity of the products, we needed to reconcile image and retail experience.

We also faced another hurdle: Malls in Dubai are extremely busy, filled with stores fighting for everyone’s attention.

So, we needed to come up with a creative and visually attractive execution that will drive our target audience into our stores, while translating the technical benefits of our products.

We wanted to show that better sound begins with better silence—that’s why Bose engineered QuietComfort® Earbuds, with the world’s most effective noise canceling and high-fidelity audio.

We searched for inspiration in famous songs and found ways to visually show how sound can interfere with the listening experience.

Leveraging the visual style of music scores, we brought external noises into the essence of the songs.

We selected iconic songs with iconic videoclips and used the visual identity of said videos to tell our own story – a story of noise, and intrusion, and a ruined sound experience.

Creating a visually inspiring piece that speaks to a very artistic audience and that highlights the importance of noise-cancelling headphones and earbuds.

The campaign managed to increase footfall into Bose stores by 30%. In store, we witnessed an increase in product testing, as more people became interested in what the brand has to offer.

Brand perception also shifted, as we managed to connect more with a creative audience, who started to consider Bose when looking into headphones.